Nonprofit Marketing

For most nonprofits, the Marketing Action Calendar is only one piece of a bigger puzzle
that must be completed to ensure that marketing goals become a reality. We also regularly
help our clients with the following:
Setting up a project management system, where items on the calendar get broken down
into clear tasks and to-dos with owners and due dates;
Implementing an accountability meeting system to keep their team on track with
marketing priorities and ensure everyone is held accountable to what they say they’ll do;
Tactical implementation, where we serve as an extension of our clients’ marketing teams
and execute on some or even most of the tactics in their marketing plan on an ongoing,
long-term basis. This can be a great option for organizations with significant skill and
capacity gaps, as well as those that simply want to take their marketing efforts to the next
level.
Nonprofit Marketing Measurement
The measurement section of your nonprofit marketing plan is where the rubber meets the road
and you determine if all the tactics you’re pursuing and activities you’re engaging in are actually
helping you achieve your goals. But don’t worry, this section of the plan doesn’t exist to pressure
you to perform. It exists so that you can learn what’s not working quickly, and stop doing it
before it becomes a problem. It also exists to help you identify successes and quickly reallocate
your budget and attention to the things that are working best. Inside the Essential Nonprofit
Marketing Plan Template, you’ll define your approach to marketing measurement. Some of the
goals you set earlier in the planning process might have had clear, measurable targets associated
with them. Others probably did not. In this section, you’ll define a measurable target
performance indicator for each goal that you can track on either a weekly or monthly basis. Our
most successful clients track their measurable target performance indicators weekly and discuss
whether they’re on or off target during their weekly accountability meetings.
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